Amazon beaten on price for books beyond top 20 bestsellers

Amazon beaten on price for books outside top 20 bestsellers | Books | "Book lovers keen to enjoy an Amazon-free Christmas but unable to tear themselves away from the online retailer's cut-throat pricing can breathe a sigh of relief: a new study has found that Amazon is only the cheapest option on its top 20 bestsellers, with books further down the chart costing 14% more than competitors. The survey, by global marketing consultancy Simon-Kucher and Partners, analysed the prices of the top 100 print books in the UK between 30 October and 9 November, at Amazon and seven other online booksellers: WH Smith, Blackwell's, Alibris, Kennys, BookFellas, the Amazon-owned AbeBooks and the Book Depository. While Amazon, which some consumers are considering boycotting over its (legal) tax avoidance, was the cheapest option for its top 20 bestsellers – 6% cheaper than competitors – for books ranked 21-50, Amazon charged a premium of 13% compared with the lowest-priced alternative, and for books in its top 51-100, that increased to 15%. "Ask someone where to find the lowest price on a book and they'll tell you to go to Amazon," said managing partner Mark Billige. "But you would be surprised how often this advice in incorrect.". . . "

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